Summary of the Campaign
On Brazil National Organ Donation Day we invited bloggers to spread the message about the importance of organ donation.

The Goal
To build awareness about the importance of organ donations.

Results
We invited 30 bloggers, but other 714 spontaneously participated, making the message reach nearly 2 million readers in a single day. The success led the campaign to appear on the TV news with the largest audience in Brazil.

Execution
A simple idea: on Brazil National Organ Donation Day, we invited highly influential bloggers to donate their posts to each other. They all joined in and their readers could feel some of the experience of donating.

The Situation
In Brazil, the number of organs donations is always under the ideal.

The Strategy
Use new media to help change the perspective on the subject.